Scott Milfred is editorial page editor for the State Journal: smilfred@madison.com or 252-6110.
Instead of warning bar hoppers for the umpteenth time not to drink and drive, Michael Rothschild asked them what they wanted.
The UW-Madison emeritus business professor went to rural Wisconsin taverns six years ago to interview dozens of men ages 21 to 34 — the demographic most likely to drive drunk and crash.
Bartenders helped find and introduce Rothschild to what became focus groups of heavy drinkers prone to driving drunk.
“Just like Oscar Mayer might do if marketing a new luncheon meat, we asked: ‘What does the customer want?'”